In City Branding, Investigation of the Effect of Trust in the City and the Personality of the city on Brand Dependency: The Case of Aydın Province

Bilge DOÄžANLI and Zeynep Çä°men

Fiscaoeconomia, 2023, issue 3

Abstract: This study has been carried out to determine the structural relationships between the trust and loyalty of the residents of a city to their city and their perceptions of the city's personality. For this purpose, a Structural Equation Model (SEM) was created to determine whether brand trust has a mediating role in the effect of brand personality on brand loyalty. The analysis of the data of the study was conducted with 400 volunteers by using SPSS 22.0 and AMOS 24 programs. Testing the suitability of the model in the created SEM proposal has been carried out by considering different fit measures. As a result of the study, it has been determined that the residents of Aydın city have trust and loyalty to their city. The first dimensions of the city's brand trust can be summarized as trust in the city, perceiving the name of the city as the assurance of the city, providing the best opportunities to the residents of the city, working for their happiness, only interested in their benefit, and believing that people will not be disappointed. The other extents of the city's brand loyalty/loyalty are that the city is always praised by its people, and is recommended to all acquaintances for their holidays and living and people are feeling privileged/special because they live in Aydın. It can be summarized as favour of it, knowing that it will not repeat, even if it is disappointed once, and also choosing to live in Aydın again if there is another opportunity. The inhabitants of the city prioritize the personality of the city; they perceive it as realistic, stable, dynamic/active, responsible, innovative and emotional/romantic. It has been determined that the perceived personality has a positive effect on ensuring the formation of brand loyalty and building trust towards the brand and creates a bridge between these variables. It is thought that the study can contribute to the formation of city brand loyalty by developing a theoretical approach in the context of brand trust and brand personality.

Keywords: City Branding; Brand Loyalty; Brand Personality; Brand Trust; Structural Equity Model (search for similar items in EconPapers)
JEL-codes: I31 M31 Z13 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:fis:journl:230322

DOI: 10.25295/fsecon.1311446

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